07/02/2026
Every life has a story—if you take the time to read it.
A decade ago, just a few months after starting my practice, I had the pleasure of meeting Steijn Pelle as a patient. At the time, I could never have imagined that what began as a simple, even serendipitous encounter in a dental chair would grow into a friendship… then an idea… and now a company and a thriving team.
What we’ve created together is more than a business. It’s a shared story—one where we lift each other up, challenge each other, and ultimately help improve one another’s lives.
Today, I want to personally congratulate every one of you. This is a day to remember and celebrate. Yes, this is just the beginning—but this moment, today, only happens once. So let’s truly take it in and celebrate it fully.
Thank you—for your dedication, your commitment, your faith, and your hunger. Some of you moved across the country—from Florida, from New York, from Texas, and even from India—taking a leap of faith to be part of something bigger than yourselves. That kind of courage and belief is rare, and it’s been incredibly inspiring to witness and to be part of this journey with all of you.
As a small token of appreciation, there’s a gift for each of you—poppy seeds—because what you’re doing here is sowing something much bigger than ourselves, something for the greater good.
It’s remarkable to see how Lassie has bloomed—not just online, but now across more than 700 practices—saving nearly a quarter of a million hours/year for dentists and small business owners. That impact is real. That impact is yours.
So thank you—for allowing your work, your effort, your “fruit” to grow on others’ trees.
My hope is that wherever you go—whether it’s at home or in the office—you continue to plant these seeds. That you remember your why. And that you never lose sight of the difference you’re making, every single day.
Lastly, I’d like to present Steijn and Frederic with something special—a larger can of seeds (as your team continues to grow), and a bottle of red w**e from 2020, the year Lassie began. A small reminder of where this all started, and how far we’ve come.
Here’s to the long game.
Cheers and thank you,
Eric